I've been living in Germany for 8 years now and people who enjoy Kpop here are kinda seen like Otakus who like Japan in Korea? But if you don't mind these kids and show Kpop to the people who have no interest in it, their responses are the best. Especially for Shinee, EXO and Bigbang ㅇㅅㅇ This is what makes fans the proudest

SM have been trying stuff here and there, but like some comments said I think they're trying to be more Western to appeal to the foreigners now. They already captivated the audience of Asia so they're trying to branch out more.